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Why it’s not enough just have a website.

Why it’s not enough just have a website.

Because if you build it, they won’t just come…

Many people and businesses build websites and believe their job is done; it’s time to kick back and wait for the clients to roll in. Unfortunately, it doesn’t quite work like that. You can build it, but the people won’t just come, essentially because they don’t know it’s there. It’s very rare that people will just stumble across a website without some kind of marketing strategy in place to tell them it’s there, and why they should visit.

Unless your website is simply acting as a statement of your business’ legitimacy, you will need a marketing strategy which includes SEO (search engine optimisation), an ongoing social media presence, content writing (a blog), as well as someone to help you manage the whole process.

If you’re trying to figure out the best way to run your online business, you may have been told by well-meaning friends or acquaintances that SEO is dead. The truth is, if you want to generate traffic to your website, you need to ignore those people. In fact, SEO is more important than ever in a competitive market. Every day, millions of people (your potential clients!) use and trust search engines to find solutions to problems, answers to questions, and products they need. The majority of users tend to scroll no further than the top five search results, so it’s essential to employ good SEO if you want to be ahead of the competition.  

As well as SEO, an ongoing social media presence has a huge potential to increase sales by increasing brand recognition and visibility, generating a loyal following, increasing opportunities to convert customers of another brand to your own, and increasing conversion rates. It may be time-consuming, but building up a large, organic social media following has been shown to lend trust credibility to your brand.

Many business owners don’t see the point of having a blog on their website, believing they’re not bloggers; rather they have a product or service to sell. However, you need to remember that a blog is a constant source of outgoing information and a way you can keep customers up to date with latest products and developments, while getting them onto your website.

Your blog is also a way to keep your site higher in the search engine rankings, as you’re consistently producing new content. Think of it like this: If you have a bricks and mortar store, but you never get any new stock, people will stop coming. Your blog is your new stock that keeps customers returning.

Digital marketing can be a lot of work, but it’s essential for an online business. If you have any questions or need help with your marketing strategy, we can take care of everything from building your website, to SEO, social media, and even content writing.

Remember, your best customer is a stranger you have never met, so you need to get the word out there so they can find your business, and keep giving them reasons to come back.

Branding. What is it and why is it important?

Branding. What is it and why is it important?

BRANDING YOUR BUSINESS IS CRITICAL

Why is branding important? A brand is your business identity. It legitimises you and gives your business a look and feel. It sets a tone and a direction for your business. Most importantly it creates a visual and non visual persona that allows your customers to become familiar with. Using consistency, building brand trust, and then brand lust. And once you have brand lust, you’ve made it because everyone wants what your brand offers.

Brand lust is an important player here, and for those of you who aren’t familiar think about how companies like Coca Cola, Gucci, Billabong, Topdeck, BMW, or KFC advertise their products. Rarely do you see them going over any features or benefits of their products or services, they simply make you want the feeling their brand represents and the experience they are making look so fun, fancy free and quite frankly irresistible.

But brand is so much more than a cool logo. It is the tone of voice, the colours, the price, the packaging the product comes in. It is the font that you use on the packaging.

The advertising itself should speak to the desires of the target audience.

Depending on your product or service here are some questions to ask yourself when creating your brand overview.

For the sake of a practical example lets say I am selling organic fruit icy poles in wholefood style stores.

YOUR TARGET AUDIENCE

How old are they? What are they into? What do they eat? Where do they party? What clothes do they wear? What do they desire? What are the lacking in their lives? How can your brand fit with them to fulfil that need or desire?

My target audience are young health conscious people aged 18-30. Possibly vegetarian, fruitaian or vegan. They are environmentally conscious. Love the outdoors, love animals and love the wunderlust lifestyle. They’re middle class, but do not strive for an upper-class lifestyle. They lack choice of healthy summertime icecream options.

 

COLOUR SCHEME and TYPOGRAPHY

Most likely a bright, happy, outdoors sunshine based colour scheme will appeal in this example. I want to represent fun, friends, exploration, vibrance.

 

I want to exude fun, health and a childlike playfulness.

The font should be modern, beautiful, simple and non standard. I want to fill the brand with loads of colour and contrast it with a simple modern typeface.

 

LANGUAGE & TONE OF VOICE

I want to use words that speak to the adventure and the freedom of my audience. I want them to come of a word journey that says I am healthy, I am free I am happy and its all thanks to this colourful organic icy pole in my hand.

PACKAGING

They’re environmentally conscious so natural recycled or biodegradable packaging is vital.

It should be minimal, colourful and make the product itself look like fun a paper bag.

 

PRICING

The same crowd that is happy to buy $25 avo on toast (remember Tim Gurner) fit into this category of people so they won’t hesitate to drop $6 on a single icy pole knowing it is made of organic fruit. Do your research and see what the competition charges. Also look into what it costs to make the product and packaging and any other associated costs including distribution and marketing. Then look at how much money you want to make in your first year and divide the two by one another. This will tell you have many unit you need to sell to achieve your financial goal above your expenses.

EXAMPLE

DESIRED PROFIT $50,000
COST TO MAKE ONE ICY POLE, PACKAGE IT DISTRIBUTE AND MARKET IT $3.5
$50,000/$3.5 = 14,285 to break even
So if your product was $6 you would need to sell 34,285 to make $50,000

(okay this is a REALLY bad business idea… do not run this business if you want to get rich..but you get the picture)

PRODUCT PLACEMENT

Where is your product and service going to be available?

My icy poles will be in all organic stores across Australia. I have purposely targeted organic stores because it fits with my brand. I want to have my own fridge which will look like an old school icecream stand and for promotional days I will have a staff member dress like a 1950’s icecream (wo)man and give samples.

So there you have it. Brand 101 complete. Now go forth and create something amazing.

Creatively yours, Ala